Neustar Announces Advanced Marketing Attribution Analytics

On Thursday, the team at Neustar — a provider of real-time information services — announced a new advanced marketing analytics partnership with Facebook. This people-based measurement partnership will help marketers better understand the effectiveness of their digital campaigns and drive greater returns from their marketing...

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NeustarOn Thursday, the team at Neustar — a provider of real-time information services — announced a new advanced marketing analytics partnership with Facebook.

This people-based measurement partnership will help marketers better understand the effectiveness of their digital campaigns and drive greater returns from their marketing investments.

Neustar says that its integration with Facebook signals that marketers “are now able to better understand Facebook, Instagram and Audience Network digital campaign attribution and can combine these results with their marketing mix modeling to understand the holistic influence across offline and online.”

Neustar is working with leading advertisers to integrate Facebook exposure into the advertisers’ Neustar MarketShare advanced attribution models. As a result, advertisers are not only able to gain deeper insights into how Facebook drives conversions along the customer journey and across mobile, desktop and other devices, but also how to predict future marketing performance to drive better business outcomes and return on investment (ROI).

“In a world where brands need to connect both online with offline, understanding how to build a connected customer experience across people, places and things is more complex than ever. With the proliferation of devices, the fragmentation of media, and the dizzying amount of content consumers are exposed to, it is no wonder marketers struggle to accurately identify their customers, measure, and optimize the effectiveness of their marketing campaigns,” said Steven Wolfe Pereira, Chief Marketing and Communications Officer at Neustar. “Marketers who invest in understanding their own customer graph and employ a people-centric view across media, devices and channels, are much more likely to drive business results than those who do not. We are thrilled to be partnering with Facebook to improve how marketers build connected customer experiences as we continue to drive the next generation of advanced attribution solutions forward.”

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